5. Build a Steep Trajectory of Improvement
A product’s launch is merely the first step in a series of attacks upon the indifference of the market. On launch day, great demand creators jump into the next phase by asking themselves: How fast can we get better? Every improvement they make will unlock new layers of demand, and leave less open space for imitative competitors.

I’ve seen this happen many times. Businesses get so caught up in their daily operations that they stop innovating and improving. The really successful business never seem to loose that desire to offer something even better.